The article considers the legal status of the consumer as a vulnerable subject of law in the context of globalization, digitalization of the economy and the transformation of modern consumer markets. It is justified that the traditional principle of formal equality of parties to contractual relations does not reflect the actual socio-economic and information inequality between the consumer and professional market participants. As a result, the consumer objectively needs enhanced legal guarantees and special protection mechanisms that go beyond the scope of classical private law regulation.

Based on theoretical and comparative analysis, the article examines international consumer protection standards formed within the framework of the United Nations, the European Union and the Organization for Economic Cooperation and Development. It is shown that these standards are consistently developing in the direction of recognizing consumer vulnerability and strengthening public legal and preventive protection tools aimed at reducing information asymmetry, preventing unfair commercial practices and ensuring the real availability of legal protection.

Particular attention is paid to the analysis of the Turkish model of legal protection of consumers, which is largely harmonized with international and European approaches, but remains predominantly reactive. The article emphasizes that digitalization and the development of the platform economy increase consumer vulnerability, which is confirmed by empirical data from international organizations and official statistics from Turkey, indicating an increase in the number of consumer complaints in the digital sector.

The study justifies the conclusion that it is necessary to normatively consolidate the concept of consumer vulnerability in national law and develop a comprehensive system of preventive protection based on international best practices and focused on balancing the interests of participants in consumer relations.